MacArthur Place

Natural luxury in downtown Sonoma

MacArthur Place was a charming but faded Sonoma farmhouse inn with many innate charms, including period architecture, sprawling gardens, and a classic mid-century pool. The challenge was how to reimagine the brand and align these assets with the values of a younger, more affluent, Silicon Valley audience.

Love & War worked with the resort’s new owners to reposition the MacArthur Place brand around a new culture of natural luxury, emphasizing authentic experiences, wellness and an enlightened worldview above formality and flash. Our work included a new visual identity system, a new website and a reimagined hospitality experience for virtually every aspect of the guest journey, from arrival to checkout.

“MacArthur Place Hotel & Spa is the Goldilocks of luxury hotels in Sonoma: not too laid-back… not too stuffy that it feels pretentious.”

Condé Nast Traveler

See more: MacArthur Place on Instagram

Photography & digital development: Barrel NY

Custom staff uniforms designed for MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, reflecting the property’s relaxed, contemporary approach to Wine Country hospitality. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the brand into custom hotel uniforms and operational touchpoints designed to express the resort’s natural luxury, warmth and informal Sonoma character.
Custom illustrated book created for MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, featuring the property’s visual identity and imagery inspired by its historic farmhouse architecture, gardens and Wine Country setting. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the Sonoma hotel brand across custom illustrations, printed collateral, amenities and other guest touchpoints that express its distinctive approach to natural luxury.
Guest arrival at MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, showing one of the property’s individual cottage accommodations and landscaped grounds. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the hospitality brand across signage, guest materials, amenities and touchpoints throughout the property to create a relaxed expression of natural luxury rooted in Sonoma Wine Country.
Editorial guest guide created for MacArthur Place Hotel & Spa in Sonoma, California, featuring the hotel’s history, local Sonoma recommendations, wineries, outdoor experiences and points of interest. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the hospitality brand into custom editorial content and printed guest materials designed to connect visitors with the property, its history and the surrounding Sonoma Wine Country.
The pool at MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, surrounded by mature gardens, shaded lounge areas and the property’s relaxed Wine Country landscape. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, repositioning the historic Sonoma hotel around natural luxury, wellness and an authentic connection to Northern California and Sonoma Wine Country.
The culinary garden at MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, where fresh herbs and produce connect the guest experience to Sonoma’s agricultural landscape and farm-to-table culture. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, positioning the historic Sonoma hotel around natural luxury, wellness, local experiences and an authentic connection to Northern California Wine Country.
Custom brass key tags for MacArthur Place Hotel & Spa in Sonoma, California, featuring an illustrated pomegranate motif and the property’s historic 1869 founding date. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the Sonoma hotel brand into custom-designed guest materials, amenities and physical details inspired by the property’s gardens, history and natural Wine Country setting.
Breakfast and coffee at MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California, featuring pastries, fresh flowers and branded guest details. Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, extending the Sonoma hotel brand across food and beverage, custom collateral, amenities and other hospitality touchpoints that express the property’s relaxed approach to natural luxury and Wine Country living.
The lush gardens and landscaped pathways of MacArthur Place Hotel & Spa, a luxury boutique hotel in Sonoma, California. As part of the property’s repositioning, Love & War developed the brand strategy, visual identity and guest experience for MacArthur Place, advocating for the preservation of its mature landscaping and garden character as an essential part of the brand. The grounds became central to expressing the hotel’s approach to natural luxury and its connection to Sonoma Wine Country.